From Digital To Physical Burberry World Goes Live
April 27, 2012 by J.T.
Thursday April 26, 2012 - Tom Odell performs at Burberry World Live in Taipei
Burberry has started an incredible new digital journey yesterday in Taipei. In conjunction with the first Burberry flagship store in Taiwan, the iconic brand kicked off “Burberry World Live”, an unique, fully immersive, touring, 360° Burberry experience.
“We were thrilled to be in Taipei tonight to not only celebrate the opening of our new store here, but to also mark the beginning of Burberry World Live.
We created the Burberry World platform for our online community and tonight that came to life when we connected our guests with everything the brand stands for today, using original content to take them on an emotive and sensory journey, blurring the digital and physical dimensions of our brand.
It was incredibly exciting to be able to tell our story of British heritage, weather, music and fashion in this way for the first time against the vibrant backdrop of Taipei – we can’t wait to evolve Burberry World Live further as it tours cities around the globe later this year.” said Christopher Bailey, Burberry Chief Creative Officer.
With a live performance by British musician Tom Odell featuring an orchestra from local Taiwanese colleges, guests experienced Burberry worlds of British heritage, fashion, music and weather, in 360°. all directed by Christopher Bailey.
Guests at the event, co-hosted by Taiwanese musician Jolin Tsai, included Jessica (Girls Generation), Daniel Henney, Patina Lin, Sandrine Pinna, Edwin Ji, Ran Chen, Sandee Chan, Sunny Wang, Rhydian Vaughan, Tony Yang, Janet Hsieh, Annie Chen, Larisa, Stella Huang, Yi Chen, and Quin Yi Lee.
The multi-sensory experience, first introduced a year ago at the Burberry Beijing event in April 2011, was the first to blur the physical and digital dimensions of the brand in front of a live audience.
Burberry Facebook fans in Taiwan were able to follow the event through pre, live and post event content including exclusive posts and videos by Christopher Bailey and Jolin Tsai
Burberry World Live will tour cities globally including London, Hong Kong and Chicago later this year.
Video: Burberry World Live: Taipei (Courtesy of Burberry)
See all the photos below:
Photos and video Courtesy of Burberry